BOSTON: The Yankee Group is attempting to distance itself from
publicity-hungry competitors, and has adopted a tag line to reflect its
new moral stance.
The company, which is owned by Reuters, provides analyses and forecasts
on the communications, wireless and technology industries. It is not
publicly traded and retains no PR agency.
The new motto, "Accurate, Reliable, Trusted," is designed to reflect the
company's values and minimize its analysts' pursuit of media
It is intended as a sideswipe at competitors, which include Jupiter,
Gartner, Meta Group and Forrester.
"Analysts have an important responsibility: to deliver accuracy,
reliability and clarity, and not to allow the publicity side of the
business affect their integrity," said Berge Ayvazian, Yankee Group CEO,
in a formal statement.
"I'm worried that our industry is being cheapened because (some
analysts) were caught in a period of hype," he continued.
The press release also cited examples of accurate forecasts made by the
company, including online retail sales figures for the fourth quarter
2000, and revenues in the long-distance telecommunications market.
Brian Adamik, president and COO, said that he would rather the research
be right than the analyst get quoted on the business pages. "During the
past three to four years, I have seen quite a push on the part of
competitors to get quoted and get forecasts into the hands of the
media," he said.
"Being quoted then becomes your internal marketing engine."
Some companies reward analysts with bonuses when they appear in the
press, Adamik continued, which has deservedly given rise to mistrust of
"We will never move to the mode where we pay for the quote," he said.